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Samenvatting CONDENSED - Digital Marketing and Metrics (E_EBE3_DMM)
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Article Summary: Digital Marketing &Metrics
Condensed Version
Rik Smits – 2023/2024
,Babić Rosario et al. (2020)
Uses MOA framework (motivation-opportunity-ability) to explain consumer behavior in eWOM.
3 stages of eWOM:
1. eWOM creation:
Motivation:
o Altruism
o Social value (belonging to a group)
o Hedonic benefits (enjoyment of sharing experiences)
o Impression management (managing other people’s views of yourself)
o Balance restoration (venting in case of bad experiences)
o Economic incentives
Opportunity: Device & internet.
Ability: Product knowledge & technical skills.
2. eWOM exposure:
Motivation:
o Reduce uncertainty
o Leisure
o Reduce cognitive dissonance (reassurance after purchase)
Opportunity: eWOM visibility.
Ability: Internet literacy.
3. eWOM evaluation:
Motivation:
o Susceptibility to interpersonal influence (seek to conform)
o Need for uniqueness (look for unique features)
o Message credibility
Opportunity: eWOM visibility.
Ability: Managing information & detecting fake reviews.
, Implications for marketers
1. eWOM creation:
Utilize communication
Community building
Incentives
2. eWOM exposure:
Make eWOM more visible (searchable)
Use traditional marketing (running ads can raise questions: look up reviews online)
Leverage network effects (’10 friends liked this product’)
3. eWOM evaluation:
Credibility markers.
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